by Laurie Sullivan, Staff Writer @lauriesullivan, March 1, 2017

Cordial, a software that tracks consumer behavior across apps and Web sites, announced this week that the company raised $6 million in a Series A funding round from Los Angeles venture capital fund Upfront Ventures. The company built the platform to target marketing emails for each user.

Kobie Fuller, a partner at Upfront Ventures, led the round and will take a seat on the company’s board of directors.

Co-founders Jeremy Swift, Adam Gillespie, David Baker, and Chris McGreal led the team for the San Diego-based company.

Cordial is building what it refers to as an “adaptive messaging platform, powered by machine learning” to support its more than 100 customers across retail, ecommerce, publishing and gaming categories.

The company says its technology can understand and predict a consumer’s behavior across all Internet-connected devices such as Google Home and Amazon Echo. It gives marketers the ability to deliver personalized digital communications to consumers while allowing them to remain in control of their data, content, personalization, automation, triggers and reporting.

Still, the company faces challenges, such as helping clients like Edmunds and Teleflora incorporate machine learning and Internet-connected software and devices into their messaging initiatives.

Cordial claims that 60% of its clients came from Salesforce, Oracle, Adobe and IBM, in part, because it has managed to predictably deliver on market share forecasts.

The technology is based on a Cloud infrastructure that relies on Amazon Web Services and Elastic Search for support.

MediaPost.com: Search Marketing Daily

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